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It is possible to have too much breast cancer awareness

By Michael Baum   June 1997

In November last year British women were subjected to a breast cancer awareness month. Breast cancer was everywhere in the media, from broadsheet newspapers to soap operas. It even featured on the London underground with huge advertisements warning women that 1 in 12 would develop breast cancer in the course of their life. I was unsure what this publicity was meant to achieve and, judging from discussions with colleagues, who are also cancer specialists, no one of high rank had been consulted on the campaign. Most of us share the view that there is too much breast cancer awareness and…

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